Category: Consumer Behavior
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We all grew up with Hans Christian Andersen stories such as The Ugly Duckling. A mother duck’s eggs hatch, and one young bird looks different from the others. The farmyard calls the bird ugly, treats it as an outsider, and makes it seem as though something is wrong with it. It leaves. Later, when it…
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A purpose can exist for years without ever becoming meaningful. Shakespeare writes in his play Hamlet, “There is nothing either good or bad, but thinking makes it so.” Meaning emerges through interpretation. A purpose, like a value, a principle, or a brand, becomes significant when someone encounters it, interprets it, and connects it to something…
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Every agency deck has a slide titled “Key Consumer Insight.” It sits there, bolded, underlined, and treated like scripture. It is a single sentence that supposedly explains why a human being will buy a product. Marketers build entire campaigns on top of that one sentence. Boards approve budgets because of that one sentence. But here…
